Web and radio most accessed media at work; TV at home
By Erina Lin, Friday 25 April 2008 at 18:33 :: General :: #1580 :: rss
Web and radio are the two most accessed media at work, while TV the dominant at home, according to the 2005 Middletown Media Study II conducted in U.S. by Online Publishers Association.
In the United States, Web and radio are the two media most accessed at work, with a reach of 50 to 70 percent and 40 to 60 percent, respectively.
The biggest audience for newspapers in the workplace is men over age 50, while among other age groups the reach is under 20 percent. Magazines are most read by women, in particular those between 35 to 49 years-old. The biggest audience for watching TV while at work is men over age 50 and ages 18 to 34.
At home, TV is the dominant medium with about 80 percent penetration, across all age groups and followed by the Web, with a reach of around 40 to 60 percent.
Newspapers’ biggest audiences are those over 50. For people 34 and under, newspapers' reach is below 25 percent. Magazines' biggest audiences are among females, especially women in older age groups, according to the OPA study.
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